vProcter & Gamble’s Pringles brand achieved a surprising sales success thanks to its ‘meet the players’ promotion, trailing only Coca-Cola and McDonald’s in sales on the back of Euro 2004. Carlsberg fared less well, with only one per cent of those questioned saying they bought the brand for its Euro 2004 links.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Addressing three core needs – autonomy, competence and relatedness – can help bring brands closer to their consumers, says psychologist Natalie Nahai.
From a new recipe for pic n’ mix comms, to making extreme choices, Mark Ritson shares his marketing twists that can help SMEs get big brand outcomes.
Unilever promises to continue investing in “the long-term health” of its brands despite the pressure of rising commodity costs, as third quarter turnover increases 4% to €13.5bn (£11.3bn).